Legendary golfer Tiger Woods and American brand Nike shared one of the most iconic partnerships in sport but decided to go their separate ways at the beginning of 2024
Tiger Woods insists he wants to have “a brand that I’m proud of” after confirming his next move following his Nike exit.
Woods partied company with Nike earlier this year following a successful 27-year partnership, which saw him win 15 major titles. Only Jack Nicklaus (18) has won more majors than the 48-year-old, who hasn’t won on the PGA Tour since his car crash in 2021.
The end of Woods’ partnership with Nike stunned golf fans, who’ve been eager to find out what’s next. He announced the launch of his new brand on Monday called ‘Sun Day Red’ (SDR) – a reference to the colour he wears on the final day of tournaments.
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Woods held a press conference in Los Angeles shortly after the announcement was made and revealed why he’s launched his own brand in partnership with TaylorMade. “It’s the right time in my life,” said Woods. “It’s transitional. I’m not a kid any more.
“I want to have a brand I’m proud of going forward. Sunday red – it’s me. It started with mom (Kultida). She thought being a Capricorn that my power colour was red, so I wore red as a junior golfer and I won some tournaments.
“Lo and behold, I go to a university that is red, Stanford is red. We wore red on the final day of every single tournament, and then every single tournament I’ve played as a professional I’ve worn red. It’s just become synonymous with me.”
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Woods has teamed up with TaylorMade to launch SDR. He also had his own brand with Nike – called ‘TW Collection’ – before their well-documented split.
“I have learned so much over the years and have a lifetime of experience adjusting my apparel and footwear to help me play better based on the way it was constructed,” added Woods in a press release. “There are things that I could tell you that no one knew I was doing over the years. I’m ready to share those secrets with the world.
“Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make.”
As one of the biggest brands in golf, TaylorMade are best known for manufacturing equipment. They’ve worked with some of the most famous names in the sport, such as Rory McIlroy, Scottie Scheffler, Dustin Johnson and Collin Morikawa.
TaylorMade CEO David Abeles added: “This brand stands alone. It is independent from TaylorMade and it is run by an independent group of leaders that are part of my team – I couldn’t be more thrilled – so that we can focus on what matters on this brand most.”